Total b-to-b media spending will reach $27.68 billion in 2009, growing 5.8% on a compound annual basis from 2004 to 2009, Veronis Suhler forecast. Spending totaled $20.91 billion in 2004 and is expected to grow 5.9% to $22.14 billion this year.

This year’s growth is being driven by an expected 6.1% increase in trade show spending, and a 26.5% increase in e-media spending, according to the investment bank.

“Growth will be driven in part by traditional publishers’ continued push to create new revenue streams through the Internet, as well as b-to-b media companies’ adoption of a more customized and consultative approach to selling advertising and trade show space,” according to the report.